British retailer in partnership with Classic FM.
HMV is to sponsor the U.K.'s leading classical chart music radio show in a multi-platform branding campaign.
The U.K. chain has teamed with London-based Classic FM to sponsor the national radio station's weekly countdown show, which will now be promoted as "the Classic FM Top 30 Chart in association with HMV."
In addition to ranking the week's 30 best-selling classical albums, the show also previews imminent releases. The show will continue to be presented by renowned British DJ Mark Goodier.
Terms of the deal have not been disclosed.
Classic FM is a national commercial station, owned by the U.K.'s leading radio group GCap Media. According to the latest RAJAR ratings, it has 6.3 million weekly listeners.
The two companies will develop their partnership in print ads in the retailer's in-store bi-monthly magazine HMV Choice, on its Web site (hmv.co.uk), and on its new digital-download service HMV Digital.
Meanwhile, Classic FM will be branded in HMV's 90 biggest outlets. HMV stores will also carry recommendations for the "CD of the Week."
The deal includes other tie-ins, including in-store branding/merchandising, which may extend to music DVDs, according to an HMV spokesperson.
"It's great that two of the most renowned brands within the classical arena are teaming up through this sponsorship," said Dickon Stainer, general manager of Universal Classics and Jazz. "This combination of the U.K.'s leading classics broadcaster and retailer, and the synergies that will result from it, should deliver a wider commercial platform for key releases, including from new artists."